Kurniawan, Yohanes Hendy (2020) The Consumers’ Perception of Transparent and Full Designed Dry Snack Packaging. Other thesis, Universitas Katolik Soegijapranata Semarang.
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Abstract
The objective of this research is to reveal customers’ perception of packaging. As the main purpose of packaging as a protection tool and marketing tool, entrepreneurs compete against each other to get consumers’ attention and impression towards their products. In this study, the writer focuses on two types of packaging, the transparent and fully designed packaging. The data of this research was collected using mixed methods, both qualitative and quantitative methods. The writer used a questionnaire to know consumers’ perception of the packaging in general, whereas the interview section is used as information to do more in-depth analysis. The writer made all the questions for the questionnaire based on previous studies from many researhers, yet some of the questions were also developed based on previous studies and writer’s perspective on consumers’ behaviour. The study results show that the respondents preferred transparent packaging to fully-designed packaging because they could see the content of the product with naked eyes. Even though consumers tend to choose transparent packaging, several consumers are attracted to fully-designed packaging because they were attracted to the images/pictures, brand, font, certificate, and event design. Other than that, either the product has transparent or fully-design packaging when the respondents consider the price is right, they will buy the product.
| Item Type: | Thesis (Other) |
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| Subjects: | 400 Language |
| Divisions: | Faculty of Language and Art > Department of Englishpreneurship |
| Depositing User: | ms F. Dewi Retnowati |
| Date Deposited: | 28 May 2021 02:43 |
| Last Modified: | 28 May 2021 02:43 |
| URI: | http://repository.unika.ac.id/id/eprint/25315 |
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